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Home > Business and Economics Books > Business and Management > International business > National Image and Competitive Advantage: The Theory and Practice of Country-of-origin Effect
National Image and Competitive Advantage: The Theory and Practice of Country-of-origin Effect

National Image and Competitive Advantage: The Theory and Practice of Country-of-origin Effect


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About the Book

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of international marketing, international business and consumer behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: consumers' perception of countries as sources for brands and products; how to utilize country image by a firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of E-commerce.

Table of Contents:
Image, images and imagination; how to measure country image; the theory of country, brand and product images; it's all in the eyes of the consumer; managing country of origin effects by the firm; managing country of origin effects by industry and government; legal aspects of country image; eCommerce.

About the Author :
Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Review :
"...up-to-date examples and supporting evidence...useful lessons for identity professionals applying national branding to not only nations but any product or service making use of a country's image. Those charged with promoting nations will equally be advised to read this comprehensive and complete work." Jack Yan, CEO, Jack Yan & Associates "...covers a lot of territory on a very important topic ...in the context of globalization...provides a highly useful and well-informed overview of national image and its effects on domestic and international demand for, and attitudes toward, a country's products. [The authors] are among the best-known and most prolific writers in product-country image research..." Professor Nicolas Papadopoulos, Carleton University, Canada


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Product Details
  • ISBN-13: 9788763000314
  • Publisher: Copenhagen Business School Press
  • Publisher Imprint: Copenhagen Business School Press
  • Height: 230 mm
  • Returnable: N
  • Weight: 422 gr
  • ISBN-10: 8763000318
  • Publisher Date: 17 Jul 2001
  • Binding: Hardback
  • Language: English
  • Sub Title: The Theory and Practice of Country-of-origin Effect


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